| Loại tài liệu | Tư liệu ngôn ngữ (Sách) | | Chỉ số ISBN | 9781292314969 | | Mã ngôn ngữ | eng | | | HF5415.125 .S87 | | Tên tác giả | Keller, Kevin Lane | | Tác giả liên quan | Swaminathan, Vanitha | | Thông tin nhan đề | Strategic brand management: Building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan | | Xuẩt bản,phát hành | 5th edition, Global edition. - Harlow, England : Pearson, 2020 | | Mô tả vật lý | 621p. ; 28cm
| | Tóm tắt/chú giải | This edition focuses on branding from the consumer's perspective, providing a framework for identifying, defining, and measuring brand equity. It includes insights from academics and industry practitioners, with illustrative examples and case studies of global brands. The 5th edition also emphasizes digital branding, addressing opportunities and challenges in connecting with contemporary consumers
| | Từ khóa | 1. Brand management. 2. Consumer behavior. 3. Digital branding. |
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